The Firefly Tonic revamped packaging

The Firefly Tonic revamped packaging

Firefly has given its namesake tonics range a packaging revamp in the UK.

The makeover, Firefly said today (7 November), is designed to emphasise the fruit flavours of the portfolio, marketing the drinks as natural beverages. The UK soft drinks maker said it wanted to move away from a focus on the functional properties of the range that gave it an energy positioning when it launched in 2003.

The new labels feature black and white polaroids with a colour border.

The range is available in five variants; Peach & Green Tea, Lemon, Lime & Ginger, Grapefruit & Passion Fruit, Pomegranate & Elderflower and Bramley Apple & Ginger. All five have an RRP of GBP1.60 (US$2.56) per 33cl bottle.

In addition to the packaging revamp, Firefly has launched a range of larger 75cl bottles for the off-trade, priced between GBP2.90 and GBP3.00.